Tourist Decision-Making Model

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Introduction
Tourist decision making is a central concern of both tourism researchers and practitioners, with previous research in this area extensively examining the destination choice process and proposing a number of tourist decision-making models (Crompton and Ankomah 1993; Woodside and Lysonski 1989). Research has also recognized other contributing factors and incorporated them into tourist decision-making behavior, including attitudes (Um and Crompton 1990), tourist characteristics (Beerli and Martín 2004; Hugstad, Taylor, and Bruce 1987), and other psychological factors (Pizam 2004; Snepenger 1987). Perceived risks have been of particular interest to some researchers and recognized as a fundamental concept in consumer behavior, with …show more content…

In addition to these risks factors, there are five major risks that have been identified specifically in regards to tourism: terrorism, war, and political instability (Richter 2003; Sönmez and Graefe 1998a); health concerns (Richter 2003); crime (Dimanche and Lepetic 1999); and the risks associated with cultural and language differences (Basala and Klenosky 2001; Mitchell and Vassos 1997). Previous research has confirmed that perceptions of risks and safety can directly influence tourist destination choice as well as their propensity to visit or avoid certain destinations, particularly risksy areas (Sönmez and Graefe 1998a, 1998b). Accordingly, tourist perceived risks has been a focal point for researchers not only as a basis for tourist segmentation (Dolnicar 2005; Roehl and Fesenmaier 1992) but also due to its supposed influence on tourist decision making and/or travel intentions (Floyd 2004; Fuchs and Reichel 2006a, 2006b; Sönmez and Graefe 1998a) as well as subsequent protective behavior (Jonas et al. 2011). Previous tourism research exploring the relationship between tourists’ Knowledge and perceived risks has focused mainly on the influence of tourists’ past travel experiences or previous destination …show more content…

2005; Gursoy and McCleary 2004a). One such study is Klerck and Sweeney (2007), which examined the relationship between different types of knowledge and three risks elements (physical, psychological and performance) in the context of genetically modified foods. The results confirmed the view that there is a distinction between subjective and objective knowledge and the way each influences perceived risks. Klerk and Sweeney’s results further suggested that objective knowledge significantly reduced both performance and psychological risks, while when consumers lack objective information, subjective knowledge was likely to increase their physical perceived risks. Therefore we predict

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